A Marketing plan on master facial wipes

Date of Publication

1997

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Marketing Management

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Abstract/Summary

At this age, most male individuals ranging from students to working professionals have become more concerned when it comes to clearer facial skin. Like females, male individuals nowadays also use facial cleansing products such as astringents. But unlike females, men find it inconvenient to carry around an astringent and cotton ball regimen. Thus, men normally just use soap and water or their handkerchief to clean their facial skin. The introduction of Master Facial Wipes to the market this year has been a breakthrough. It tries to address the specialized needs of men who are exposed to the harsh elements of the environment. Master Facial Wipes is the first moist towelette to contain astringent that can deep cleanse the face better than soap and water can. It has a premium pricing strategy because it is the only moist towelette in the market with astringent. This pricing strategy would be maintained because Master Facial Wipes is a product of high quality and the strategy would be modified only if competition arises. If competition decides to come up with similar products, then the price may have to be lowered to make it more competitive without compromising product quality. The packing of the product will be modified so that it can be easily displayed in supermarket counters and to minimize pilferage. With this new packing, the product can now be pushed to the distributors who have problems with display and pilferage. The new packing will be made of carton and would have the same color and typeface as that of the Master Facial Wipes packaging. In view of these, the researchers propose an intensive five-week program wherein different promotional strategies will be implemented. A radio commercial featuring Master Facial Wipes would be produced to inform users and non-users of the product's unique selling proposition as the only moist towelette with astringent that deep cleanses the facial skin better than soap and water. The advertising of Master Facial Wipes would be positioned as a combination of astringent and moist towelette. The Electronic Board situated in front of SM Megamall on EDSA will also be used to promote the product. A product sampling will also be conducted to increase awareness of the product. To evaluate the impact of these programs, the brand manager, the research department, and the media will be tapped to monitor sales, market shares and overall product awareness.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU09788

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

Physical Description

40 numb. leaves

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